Ladies Must Live (Warner Bros. Pressbook, 1940)

EXPLOITATION

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PUBLICITY

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GENTLEMEN MUST LOVE!

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Mat 204—2/4 inches x 2 colu

MUSIC 700,
"I Could Make

You Care”...
"Shows You What

ROSCOE KARNS - LEE PATRICK - GEORGE REEVES

A WARNER BROS. -— First National Picture + Directed by Noel Smith WY

Screen Play by Robert E. Kent * From the Play by George M. Cohan

Mat 208—6% inches x 2 columns (170 lines)—30c

OVE’S A GAME OF

GIVE AND TAKE...

with

WAYNE

ROSEMARY LANE ©
ROSCOE KARNS- LEE PATRICK

GEORGE REEVES

? A WARNER BROS.-First Nat'l Picture

Directed by Noel Smith

Screen Play by Robert E. Kent * From the Play by George M. Cohan

Mat 206—4 2 inches x 2 columns (122 lines)—30c

e The gaga saga of a
gold- digger who went
off the gold standard
Love Can Do” ee ...in favor of diamonds!

WAYNE MORRIS- ROSEMARY LANE

MORRIS

WAYNE MORRIS
ROSEMARY LANE
ROSCOE KARNS
LEE PATRICK. "| Could Make

GEORGE REEVES You Care”...

A WARNER BROS.- Gee Con Lt
First National Picture

: Love Can Do”
Directed by Noel Smith

Screen Play by Robert E. Kent + From the Play by George M. Cohan

Mat 104
4% inches (66 lines)—I5c

TWO ADS ON
ONE MAT

It’s a Must-See! &
Must-Love!
Must-Laugh Hit!

les
» must live

“WAYNE MORRIS
ROSEMARY LANE

coe Karns«Lee Patrick» George Reeves

A WARNER BROS.-First National Picture
Directed by Noel Smith

Screen Play by Robert E. Kent + From the Play by George M. Cohan

must live

MORRIS - LANE

Roscoe Karns+ Lee Patrick» George Reeves
A WARNER BROS.-First National Picture
Directed by Noel Smith
Screen Piay by Robert E. Kent + from the Play by George M. Cohan

Mat 102—1I5c

Country of origin U. S. A. Copyright 1940 Viczagraph, Inc. All rights reserved. Copyright is waived to magazines and newspapers.

He says:

GENTLEMEN MUST LOVE!

We say:
EVERYONE
MUST LAWen/

Laughs, rhythm and
a double order of ro-
mance!...It’s got what
it takes to take your

blues away!

AND Msi

“Shows You
What Love

with

| WAYNE MORRIS
ROSEMARY LANE

Roscoe KARNS + Lee PATRICK
George REEVES
A WARNER BROS. - First Nat’l Picture
. Directed by Noel Smith
Screen Play by Robert E. Kent» From the Play by George M. Cohan

to hE AR hE Ue

Can Do”+“T
Could Make
You Care” £

Mat 207—4 inches x 2 columns (112 lines)—30c

Laughs, rhythm...and a
double order of romance!

» WAYNE MORRIS
ROSEMARY LANE

Roscoe Karns+ Lee Patrick George Reeves*eA WARNER BROS.-First Nat'l Picture @

Directed by Noel Smith « Screen Play by Robert E. Kent « From the Play by George M. Cohan

Mat 205—I '2 inches x 2 columns (40 lines)—30c

Book the Warner Bros. trailer. It’s
your best picture seller!

Vitaphone Shorts Selections

MERRIE MELODIES gets in the carnival spirit with
“Cireus Today,” a smash multi-colored three ring
cavalcade of high hilarity and hijinks under the big
top. 5321—Merrie Melodies—7 Minutes.

Official Billing

WARNER BROS. 40%

Pictures, Inc. Presents 5%

“LADIES MUST LIVE”.

100%

BROADWAY BREVITIES enlivens your program
with “Spills For Thrills,’ delineating the fascinating
and spine-tingling experiences of Hollywood’s dare-
devil stunt men. 5109—Broadway Brevities—20

Minutes. with

MELODY MASTERS swings out with “Ozzie Nelson
And Orchestra” in a tuneful, toe-tapping treat. Nel-
son sings and puts his band through their paces in
true rhythmic style. 5509—Melody Masters—10

Minutes.

WAYNE MORRIS — ROSEMARY LANE
75%

Roscoe Karns — Lee Patrick

George Reeves 30%

LOONEY TUNES presents “Porky’s Baseball Broad-
east,” a mirthful satire on a world series game with
our fat friend giving an hilarious play-by-play de-
scription. 5615—Looney Tunes—7 Minutes.

There Should Be A Patriotic Short
On Every Program . .. Book Warners!

Directed by NOEL SMITH 15%

Screen Play by Robert E. Kent 3%
From the Play by George M. Cohan 2%

A Warner Bros.-First National Picture %

Wayne Morris And
Rosemary Lane Sta
In Gay New Roles

Wayne Morris seems to hav
been monopolized by the Lan
girls ever since he came to Holly
wood. If he isn’t appearing wit
Priscilla, then he’s seen wit.
Rosemary; and nobody is goin,
to be surprised if he turns u
with both of them at once som
day.

So far, Priscilla is one up 0
Rosemary, having teamed wit.
Wayne in three pictures. Rose
mary won him in “An Ange
From Texas” and now i
“Ladies Must Live,” which open
at the Strand on Friday.

Tall, blond and ingenuou
looking — one of those “open
faces—Morris is not what yo
would call the suave type. He’
too vital.for glamourous indol
ence, being more on the energeti
side. For Warner Bros. he ha
portrayed fighters, a flyer, sev
eral reporters, a sailor and :
lumberjack, all of which call fo
plenty of vigor.

In “Ladies Must Live” he be
comes a gentleman farmer wh
follows his lady love to Nev
York where, unlike ordinar:
farm characters, he is not playe
for a yokel.

In “Ladies Must Live” h
tones down the aggressiveness 0
many of his former roles, ani
assumes the milder mannerism
ofa gentle youth made eve)
more mellow by the influences o:
love, or Rosemary Lane. In fact
it is Roscoe Karns, as his sus
picious friend, who has cornere
the aggressiveness of ‘Ladie:
Must Live” and his Donald Ducl
frenzy supplies the comedy ele
ment throughout the film.

‘Ladies Must Live’
Packed With Laughter

A film packed with laughte:
and swift repartee will have its
intitial showing at the Stranc
Theatre this Friday when War.
ner Bros.’ new film, “Ladies
Must Live,” opens. The film co:
stars Wayne Morris and Rose.
mary Lane in two of the mos!
sparkling roles of the year.

The picture provides a unique
situation when Wayne, as <
wealthy youth, invites an olc
friend from his home town tc
act as best man at his wedding
The friend, played by Roscoe
Karns, immediately accuses
Rosemary of being a gold digge
and claims that her family is
playing Wayne for a fool.

“Ladies Must Live” was
adapted for the screen by Rob.
ert E. Kent, from a play by
George M. Cohan.

New Laugh Hit
Coming To Strand

Something new in the way oi
a swift-paced comedy will have
its debut at the Strand this Fri-
day when “Ladies Must Live’
opens. The film stars Wayne
Morris and Rosemary Lane anc
features filmdom’s champions of
fast repartee, Roscoe Karns anc
Lee Patrick.Noel Smith directed.

Hit Songs In New Film

Rosemary Lane is right back

f where she started—singing with

an orchestra.

For her role in “Ladies Must
Live,” at Warner Bros., in which
she appears opposite Wayne
Morris, Miss Lane vocalizes in

| the same fashion that brought
her to the attention of the studio

when she and her sister, Pris-
cilla, were billed with Fred War-
ing’s band.

For ‘Ladies Must Live” Rose-
mary sings two new songs: “I
Could Make You Care” and “It
Shows You What Love Can Do.”

LICITY

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Mat 201—30c

LOVELY ROSEMARY LANE abandons her ingenue roles to play the part of a
glamorous night club singer in “Ladies Must Live," the new Warner Bros.
laugh hit, which opens Friday at the Strand.

(Lead Story)

‘Ladies Must Live’, Bright
New Comedy Opens Friday

“Ladies Must Live,” a rollick-
ing Warner Bros. comedy filled
with laughs and plenty of heart
interest, opens at the Strand
Theatre this Friday. Wayne
Morris plays the leading role
opposite lovely Rosemary Lane.

The story is a sparkling come-
dy romance in which a small
town boy becomes engaged to
a beautiful night club entertain-
er, played by Rosemary Lane,
after making millions in the big
city. He calls upon an old friend
portrayed by Roscoe
Karns, to act as best man at his
wedding. Karns, who only in-
tended to help out Wayne,
promptly gets things off to a bad
start by branding Rosemary
and her family as a bunch of
gold diggers. With his distrust
for all “city folks” he goes on

to say that he thinks Rosemary
is really in love with her ex-
sweetheart, played by DeWolf
Hopper. He later finds out that
he was not as wise as he thought
he was. In fact he was wrong
in all his accusations and _ be-
comes alarmed at the disaster
he has caused and sets about to
undo the trouble. He _ puts
through a_ successful scheme
which brings about one of the
year’s most amusing climaxes.

Lee Patrick plays the part of
Karn’s irate, wise-cracking wife
and George Reeves portrays
Rosemary’s brother, whose keen
busines head earns him a posi-
tion with Wayne’s firm.

“Ladies Must Live’ was di-
rected by Noel Smith. Robert E.
Kent wrote the screen version
of George M. Cohan’s play.

THE CAST

Corey Lake

Pat Halliday
Pete Larrabee
Mary Larrabee
George Halliday
Paul Halliday
Laura Halliday
Joe Barton

WAYNE MORRIS
ROSEMARY LANE
Roscoe Karns

Lee Patrick
George Reeves
Ferris Taylor
Lottie Williams
DeWolf Hopper
Cliff Saum

Billy Dawson
Mildred Gover
Dana Dale
Mildred Coles

PRODUCTION

Directed by Noel Smith
Screen Play by Robert E. Kent; From the Play by George M. Cohan; Asso-
ciate Producer, William Jacobs; Director of Photography, Ted McCord,
A.S.C.; Art Director, Esdras Hartley; Dialogue Director, Harry Seymour;
Film Editor, Everett Dodd; Gowns by Milo Anderson; Sound by Francis J.
Scheid; Makeup Artist, Pere Westmore.

SYNOPSIS

(Not for publication) Corey Lake (Wayne Morris), a wealthy gentleman
farmer, who is more interested in raising pigs than in making money, meets
Pat Halliday (Rosemary Lane), a beautiful torch singer, and follows her
to New York. After a whirlwind courtship, with Corey spending lots of

money, she accepts his marriage proposal.
Larrabee (Roscoe Karns), to be the best man.

He invites an old friend, Pete
Pete gums up the whole

affair when he accuses Pat of being a two-timing gold-digger. The girl
indignantly calls the affair off and refuses to ever see Corey again. How-
ever, Pete's wife (Lee Patrick) shows him that he's dead wrong about the
girl and after his very humble apology, Corey and Pat are married.

(Opening Day)

Sparkling Comedy
Has Strand Debut

A film bubbling over with
laughter and romance will have
its local debut today when War-
ner Bros.’ “Ladies Must Live”
opens at the Strand. Co-starring
Wayne Morris and Rosemary
Lane, the picture tells of a glow-
ing romance between a country
boy who has made his millions
in the city and a lovely night
club entertainer.

Wayne Morris invites an old
chum to act as best man at his
wedding. The pal, played by Ros-
coe Karns, lets his small town
point of view get the better of
him and as a result disrupts a
beautiful romance. He tells
Rosemary and her family that
they are all a bunch of gold dig-
gers who are just trying to get
whatever they can from Wayne.
He also accuses Rosemary of
playing Wayne a_two-timing
game because she is really in
love with an_ ex-boyfriend,
played by De Wolf Hopper.
Karns learns to his dismay that
he is entirely wrong about the
whole thing and sets about to
patch up the broken love affair.
On top of all this he has to bear
the ‘I-told-you so’s’ of his wife,
portrayed by Lee Patrick. He
carries out a plan to reunite the
lovers and luckily for him and
everyone else, it is successful.

The direction was in the capa-
ble hands of Noel Smith. The
scenario was written by that
versatile screen writer, Robert
E. Kent. “Ladies Must Live”
was adapted for the screen from
a play by Broadway’s most fam-
ous playwright and _ actor,
George M. Cohan.

‘Ladies Must Live’
Chockful Of Fun

The next attraction at the
Strand Theatre starting Friday
will be ‘‘Ladies Must Live,” star-
ring Rosemary Lane and Wayne
Morris. The story was adapted
for the screen by Robert E. Kent
from the play by George M.
Cohan. It is a fast-moving ro-
mantic comedy, with a “differ-
ent’ slant.

Rosemary Lane meets Wayne
Morris when her car gets caught
in a mud hole
on his” up-
state farm.
She _ invites
the “hick” to
visit her at
the night
club in New
York, where
she sings.
When he
shows up she
discovers
that he’s a
millionaire

Wayne Morris gentleman
farmer. Lee Patrick and Roscoe
Karns, very good friends of Mor-
ris, hearing of their intentions
to wed, do a good job upsetting
their plans because they believe
Rosemary is a gold digger.
When they finally separate them,
they realize their mistake and
set about righting the wrong.

Noel Smith directed the pic-
ture. Besides Miss Lane and
Morris, the cast includes Lee
Patrick, Roscoe Karns, George
Reeves, DeWolf Hopper, and
Ferris Taylor.

Mat 105—15c

Scrappy Couple Remarry

Lee Patrick and Roscoe Karns
were reunited in matrimony at
Warner Bros. when they were
teamed for the second time as
man and wife, for important
roles with Wayne Morris and
Rosemary Lane in “Ladies Must
Live,” coming to the Strand.

Miss Patrick and Karns were
seen as the scrappy couple in
“Saturday’s Children” | which
starred John Garfield with Ann
Shirley and Claude Rains.

Mat 203—30c

A DOUBLE DISH OF ROMANCE is in store for Strand patrons when Warner

Bros.’ new comedy hit, "Ladies Must Live," starring Wayne Morris and Rose-

mary Land opens this Friday.

(Review)

‘Ladies Must Live’ Has
Love, Laughter And Music

Plenty of rhythm, loads of
laughs and romance with a spice
to it, all combine to make
“Ladies Must Live,’ which
opened yesterday at the Strand
Theatre, lively film entertain-
ment that should please audi-
ences young and old. Wayne
Morris and Rosemary Lane, two
of the screen’s most likeable
young players head the cast.

“Ladies Must Live” which was
adapted for the screen by Rob-
ert E. Kent from the play by
George M. Cohan, is the story
of a beautiful night-club croon-
er, played by Miss Lane, who
falls in love with a young farm-
er, Mr. Morris’ role. He falls
in love with her, too, and then
reveals the fact that farming
is just a hobby with him and
that he is very well set finan-
cially. He gives her brother a
job, and buys the patent on an
invention her father has made.
All is serene and happy until
smalltown friends of his come
to the city.

Like a good many well-inten-

tioned, disinterested friends who
just tell you disagreeable things
for your own good, Karns and
Patrick finally succeed in shak-
ing Wayne’s faith in Rosemary.
But true love, like murder, will
out and find a way, which it
does, very satisfactorily, in
“Ladies Must Live.”

Two new tunes which seem
destined for the hit class are
sung — and very fetchingly
swung—by Miss Lane in the
night club sequences. The songs
are “I Could Make You Care”
and “It Shows You What Love
Can Do.” A different type of
role from the sweet country girl
types which she played in other
pictures. “Ladies Must Live”
provides her with the oppor-
tunity to be glamorous.

Tall, blond and _ ingenuous-
looking Wayne Morris gives a
grand performance as a _love-
struck youth, and all other mem-
bers of the cast turn in excel-
lent performances, with Lee Pa-
trick, Roscoe Karns and George
Reeves outstanding.

Rosemary Lane—Lovely Lady

The metamorphosis of Rose-
mary Lane from a shy, wide
eyed girl into a glamourous, big
city product takes place in
“Ladies Must Live,” Miss Lane’s
newest film with Wayne Morris,
which opens Friday at the
Strand.

The ingenue of “Four Daught-
ers,” “Four Wives” and “Angel
From Texas” has abandoned her
gingham frocks and demure
gowns for the most fashionable
of revealing creations. Makeup
has been switched from the naive
to the knowing, and hats that
once served the utilitarian pur-
pose of covering the head have
been discarded in favor of deco-
rative objects that just tilt. Put
it all together, it spells glamour.

Changed, too, is Miss Lane’s
entire personality in “Ladies
Must Live.” Hitherto cast as
“the sweet young thing,” she
now adds overtones of sophisti-
cation more in keeping with her
role of night club singer. With
a touch of mellow huskiness she
sings two new songs in a style

‘ . Mat 101—15¢
ROSEMARY LANE gives out with a
couple of hit tunes in "Ladies Must
Live,"" opening Friday at the Strand.

that demonstrates how much
she’s changed. It’s “the new
Rosemary Lane” you’ll be seeing.

EXPLOITATION

*TORCHERS’ ON
THE AIR

Mat 202 (available as 2-column publicity scene)—30c

In keeping with Rosemary Lane’s sizzling
portrayal of a Broadway torch singer.
promoie radio contest to find best gai

vocalist in town.

TEASER SNIPE

Snipe this on tack cards, empty store

windows, and telephone poles in town.

DEALER TIE-UP PIX

Arrange for ads and window displays
with these specially-posed tie-up stills:

WAYNE MORRIS: wristwatch, WM 194;
necktie, WM 204; sport suit, WM 228; sun
glasses, WM 241; hat, WM 262.

ROSEMARY LANE: evening gown, RL
154; coiffure, RL 247; transparent um-
brella, RL 255; costume jewelry, RL 268;
print dress, RL 337. :

Order
“Ladies Must Live Tie-Up Stills” from
Campaign Plan Editor, 321 West 44th
Street, New York City.

Entire set of ten sells for 90c.

Movie Star Quis for
Classified Ad Page

Spot this small space daily newspaper
quiz with answers on classified ad page.
Idea and details are given in sample box

below which is carried on front part of

FILM SONG HIT-

paper. Additional daily questions can be

found under box. Answers are in italies.

(Daily display box)

TODAY'S QUIZ

Do you know the answer to this

question? If you do, you can

collect two free tickets to see

"Ladies

Must Live”
Strand Theatre.

at the

QUESTION: Name the film that
catapulted Wayne Morris to

stardom,

CLUE: Look among today's

classified ads.

answer appears

The correct

in one of

them. Clip the ad and send
it to the manager of the

Strand Theatre or this news-

paper before (date). Guest

tickets will be given to the

first twenty-five

persons

handing in correct answers.

It Pays To Read
The News
Want Ads

(Daily questions for above quiz)

Name the film that cata-
pulted Wayne Morris to
(“Kid Gala-

stardom.

had’)

With what orchestra did
Rosemary Lane sing pri-
or to her motion picture
career? (Fred Waring’s
Pennsylvanians )

Name the comedy where-
in Wayne Morris played
a breezy young cadet.

(“Brother Rat’’ )

What was the title of its
equally amazing sequel?

(“Brother Rat And A
Baby’’)
Have Rosemary Lane

and Wayne Morris ap-
peared in pictures to-
gether? If so, name one,
(“Return Of Dr, X,”
“An Angel From Texas,”

“Ladies Must Live’’)

What are the names of
Rosemary’s beautiful and
talented sisters? (Pris-

cilla and Lola)

Is it true that the Lane
Sisters’ real family name

is Mullican? (Yes)

Rosemary Lane’s | star
rose after her perform-
ance in a tender and
memorable film based on
the Lemp family. Name
the first picture in the
series. (“Four Daught-
ers’)

In what recent film did
Wayne Morris play a
happy-go-lucky aviator?
(“Flight Angels” )

What is the title of the
motion picture coming to
the Strand Theatre on
Friday _ co- starring
Wayne Morris and Rose-
mary Lane? (“Ladies
Must Live’’ )

°“T Could Make

You Care”
Exploit your showing with the new
tune, “I Could Make You Care,”
sung by Rosemary Lane in the
picture. Music dealers should be
contacted for window and counter
displays. Reprints of title page
furnished on request to Mr. Nor-

ris Konheim, M. Witmark & Sons,
1250 Sixth Ave., New York City.

LOBBY LAFF SCALE

CHORUS GIRL”
STENOGRAPH

DEBUTANTE
HOUSEWIFE -

BUSINESS

-Sug- DESUTANTE

Here’s a lobby stunt that will arouse curiosity
and provide patrons with plenty of fun.
Announce that all girls whose weight falls
in chorus girl category will be awarded guest

tickets to show.

SPOT RADIO PLUG

Spot this attention-getting radio plug

over your local station.

“We've no official communique tonight,
ladies and gentlemen. However, we have
news that will definitely cheer you up. It’s
all about a grand new picture at the Strand
Theatre called ‘Ladies Must Live’, co-star-
ring Wayne Morris and Rosemary Lane plus
a cast of funsters guaranteed to give you a
good evening of fun. See what happens
when Broadway’s most sizzling torch singer
is on the loose and carrying the torch for
an old flame with money to burn! ‘Ladies
Must Live’ has laughs, rhythm, and a double
order of romance. It’s got what it takes
to take your blues away! And wait ’til you
hear beautiful Rosemary Lane sing ‘Shows
You What Love Can Do,’ and ‘I Could
Make You Care’! Make a date to see
‘Ladies Must Live’ at the Strand tonight!
Ii’s the must-see, must-love must-laugh hit
of the year!”

‘DOUBLE’ LINE QUIZ

Tip from Ad Mat No. 103 punch line: “I’m not

LETTER CONTEST

Promote contest for best 100 word let-

interested in a man’s past—just his presents!” ter on this subject: “Since Ladies Must

Conduct contest for lines that have double en- Live, My Choice of a Vocation is fs
Tie-in with YWCA and other girls’ or-

ganizations in locality.

tendres. Sender-inners of the best lines are

awarded passes to your show.

ACCESSORIES

SIA-SHEET . ec. eyes SL Renda ee Sach

SPECIAL QUANTITY PRICES
SIX-SHEETS

25 to 49
5010499

ACTION 40 x 60

100
Photo Gelati a,
50 : in-Silk Sc
Com : reen
100 ination. Aya;
ONE-SH EET orlverat Vitagraphe ee
Rental: 8c each <i Changes. Rental: 75¢

Biles? lox YA pe I Rental: Set of Eight—35c
WA Bt ee a ee ea eee re Oe ee nen) Rental: 12c¢ each
rE ee es es 2 PES ee gies Bas aes Rental: 20c each

mre (ONIN Fy Se iG oto cous Mops Mee YR re ekg Price: 15c each

8 x 10 Fan Fotos of Wayne Morris and Rosemary Lane.................... Price: $4.40 per M

11 x 14 Color Glos of Wayne Morris and Rosemary Lane.................. Price: 35c¢ each

ASK YOUR VITAGRAPH AD SALESMAN TO SHOW YOU THE FULL LINE

PRINTED IN U.S.A.

Scanned from the United Artists collection at the
Wisconsin Center for Film and Theater Research,
with support from Matthew and Natalie Bernstein.

for Film and Theater Research

http://wcftr.commarts.wisc.edu

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